Topgolf Champions Its Role In Golf's Future With Free Play Offer For Juniors

Topgolf is fully embracing its opportunity to attract the next generation of golfers.

The massively-popular entertainment centers are the driving ranges of a new era, a unique combination of technology, fun and social interaction that bring together players of all ages and abilities -- even non-golfers -- for friendly competition. And now Topgolf is offering free play to junior golfers as part of a major new initiative to introduce more people to the sport.

Topgolf

Topgolf is looking to grow the game by offering free play for youth programs Monday through Thursday until 5 p.m. at all of its 31 U.S. locations. (Photo credit: Topgolf)

While Topgolf is growing exponentially in the short term, it's vision with this endeavor is assuredly long term.

"Topgolf is always thinking of how we can help get clubs in the hands of new players, prepare them to transition to green grass and inspire them to enjoy golf in all of its forms, whether that's on TV, a mobile app or a PGA Tour event," said Erik Anderson, the co-chairman and CEO of Topgolf Entertainment Group. "Part of reaching the next generation of golfers means making the sport fun and accessible to everyone."

That means high school golf teams, junior golf programs, even charitable organizations that aren't directly tied to golf but are committed to youth leadership, mentorship and empowerment. Through its new Topgolf for Good program, the company will offer free game play to these youth groups at any of its 31 U.S. locations Monday through Thursday from 9 a.m. to 5 p.m.

This is no small initiative either, as hourly rates to rent one of the hundreds of bays at each facility can range from $20 to $45, depending on location, during those daylight hours. Up to six people can play in a bay at one time. Play sessions through the Topgolf for Good program have to be scheduled at least 72 hours in advance and are understandably subject to availability on certain days.

Topgolf last year formed a strategic alliance with the PGA Tour and LPGA, with both professional tours recognizing how the company's innovative approach could introduce golf to new audiences. This past weekend, as a result of that partnership, Topgolf hosted junior golfers (ages 6-17) from The First Tee and LPGA-USGA Girls Golf programs to free play at five different venues across the country. Topgolf's new program extends far beyond those Junior PLAY events and "can only have further benefits to the game of golf," says LPGA Chief Commercial Officer Jon Podany.

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(Photo credit: Topgolf)

Topgolf has a truly fascinating role in golf. And one that's growing.

At last month's PGA Merchandise Show in Orlando, which attracts all segments of the golf industry, I heard more people talking about Topgolf than any other business. The common theme was that golf is evolving -- and needs to -- combined with the realization that Topgolf can play a key role in that progression.

Envisioned foremost as an entertainment venue when its first U.S. location opened in 2005, Topgolf has increasingly recognized the impact its nontraditional format can have on a decidedly traditional sport. Yes, there's music, extensive food and beverage options, flashing lights, bars, games and hundreds of high-definition televisions, but there are also millions of customers hitting golf balls with golf clubs at targets. And enjoying the heck out of it.

It's simply a new form of golf participation.

And to be sure, the word "golf" does make up 57% of Topgolf's identity. Interestingly enough, the percentage of guests in the 18-34 age range who visit Topgolf? Yep, also 57%.

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Topgolf has made socializing a sport through its combination of play, fun, food and music. (Photo credit: Topgolf)

Sure, there are folks who insist Topgolf isn't really golfing. And it isn't, at least not in the traditional sense. Yet those at the sport's highest levels -- the PGA Tour and LPGA -- realize the positive impact this creative spin on the ancient game can have on the industry. As Anderson, the Topgolf CEO, says: "You don't have to play an 18-hole course to enjoy golf."

More than 60,000 lessons were given in 2016 through Topgolf U, the company's instructional program. It's a small portion of the 10.5 million guests the company says it draws annually, but it's a growing segment. And now Topgolf is doubling down on its commitment to expose more juniors to golf with the free play program, hoping its able to inspire a lifelong love for the game.

(Photo credit: Topgolf)

The energetic, fun and non-intimidating atmosphere found at Topgolf facilities can be exactly what's needed to encourage many juniors to pick up a club for the first time. Although very popular among all age groups, the Topgolf model has clearly resonated with a younger demographic that golf, as an industry, wants to connect with more deeply.

And with free golf directed at organizations committed to youth mentoring, Topgolf has fully embraced its role in growing the game. Golf will be better for it.